MILWAUKEE, WI – November 19, 2008 – Featuring an array of unique, eco-friendly cycling-inspired clothing items and accessories, active apparel company GEARGRINDER has launched its new e-commerce site at www.gear-grinder.com. Included in the launch is the Wearable Art Collection, which features comfortable short-sleeve tees with limited-edition one-of-a-kind cycling designs crafted by cyclists.

While the GEARGRINDER “Cycling Inspired Apparel for Your Active Lifestyle” brand, founded by four cycling enthusiasts, draws its inspiration from the cycling culture, its product line appeals to cyclists and non-cyclists alike as the clothing line is intended for “off the bike” or “after ride” wear.

“My partners and I all share a common passion for cycling, and we wanted to create a brand that’s an extension of that belief… cycling is a lifestyle…a feeling understood and shared among cyclists of all riding levels…and GEARGRINDER captures that vibe,” says GEARGRINDER co-founder Paul Weaver.

Continues Weaver, “We offer cycling-inspired active apparel, not hard-core cycling jerseys, but our base layers are performance-based so you could jump on a bike for a quick ride to the office, take off your helmet, and go about your day in the clothes you rode in on.”

Other recent eco-friendly additions to the GEARGRINDER site which would make for unique gifts for cyclists include the long-sleeve Kona tee derived from bamboo, the extended-tail Hybrid jersey for after-ride wear, the carbon-embedded Carbon Polo, and the Podium jacket and vest with reflective piping for combined safety and style as well as wallets, belts and messenger bags made from recycled bike tubes.

“ENVIRODE” is GEARGRINDER’s initiative to clearly identify those products that meet the company’s highest standards of environmental stewardship through use of ecologically sensitive materials, fair trade manufacturing, sustainable practices and social responsibility.

Says Cathy O’Brien, GEARGRINDER Merchandise Manager, “Many GEARGRINDER garments combine both natural and recycled fibers to minimize the negative impact to the environment…without compromising either quality and performance. These garments are both chemical and additive-free made from renewable, green resources and recycled fibers like coconut shells and bamboo fibers to provide moisture-wicking capabilities as well as thermal regulation, evaporative cooling, odor-elimination and UV protection.”
“The end result,” continues O’Brien, “is an environmentally friendly fabric with extreme comfort and performance…just look for clothing and accessories with our ENVIRODE stamp.”

GEARGRINDER also donates a portion of the proceeds from each online www.gear-grinder.com sale to a cycling-related organization that uses the bicycle to improve the health, welfare and safety of people and the planet. From a list of select organizations, customers are empowered to select the one to which they want GEARGRINDER to make the donation.

“Our Give Back initiative stems from the GEARGRINDER founders’ desire to give back to the cycling community,” says Weaver. “These organizations all use the bicycle to promote safe bike routes, protect the environment, fight childhood obesity, and more…incredible programs that we want to help promote and sustain,”

GEARGRINDER is a major sponsor of Team GEARGRINDER, one of Wisconsin’s longest-running and largest multi-sport clubs comprised of road, mountain bike and triathlon teams.

source: Lisa Downey

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